One-to-One Marketing

Also referred to as “micro-segmentation,” one-to-one marketing is the strategy of delivering highly personalized content to each of your users.

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How is one-to-one marketing different from segmentation?

The biggest difference between one-to-one marketing and segmentation is scope. Segmentation means that you’re grouping users into buckets based on their attributes, and delivering the same content to all users who fall into a bucket. Bucket A receives Content A, Bucket B receives Content B, Bucket C receives Content C…

One-to-one marketing is true personalization. Each user receives content that’s specifically tailored to them so they can have the most relevant user experience. The content that’s delivered to users is based on their attributes and what’s worked best to convert users like them in the past.

Which attributes are considered for one-to-one marketing?

The most important attributes that deserve consideration for one-to-one marketing are:

Demographics: Geography, age, gender…
Technology: Device type, operating system, browser…
Traffic Source: Where was your user before landing on your website or app?
Navigation Behaviour: How has your user interacted with your website or app so far?
Purchase Behaviour: If your user is a returning customer, what have they purchased in the past?

One-to-one marketing requires a highly sophisticated omni-channel approach.

It starts with software like Coveo, which uses machine learning to analyze user attributes. Those attributes include demographic information, navigation behaviour, and purchase behaviour. Then, attributes are combined with predictive data models to modify what your users see on your website or in your app as they move through their customer journey.